Research On The Marketing Strategy Of Luxury Brands In The Chinese Market

China's economy has made remarkable achievements in the reform and opening up.All areas of society,including politics,economy and culture are undergoing profound changes.China's large wealthy middle class is rising rapidly,providing a solid material foundation for the luxury development of China even the world.On the one hand,luxury as a kind of exotic,the consumer's consumption concept was influenced by Western world.At the same time,due to the influence of Chinese tradition,habit and culture,the consumer's consumption concept has shown a difference.On the other hand,in recent years,with China's economic downward pressure increasing,luxury development has slowed down.Part of the luxury goods makers even closed some stores to adjust the layout in China,which shows that China's luxury market competition intensified.Therefore,the luxury goods manufacturers urgently need innovative marketing ideas and marketing tools.This dissertation firstly introduces the basic concept and basic characteristics of luxury goods.The PEST analysis method were used to analyze the special market,economic,political and social environment,the advantages and disadvantages,opportunities and challenges in China when the luxury goods manufacturer were carrying out marketing activities.Then through the collection of relevant literature and data to the luxury consumer orientation and subdivision,summarize their behavior and psychological characteristics,also a questionnaire survey was adopted to analyze the psychology difference and consumption behavior difference between foreign and mainland luxury consumers.Finally through in-depth study on the marketing strategy and market performance of Italian luxury brand Versace in China to explore referential significance to other luxury brands in China's special market environment.